How Russia’s World Cup Ad Took It to a New Level

2 min readDec 17, 2020

Not even cultural context can explain some of these commercials

Source: Pexels pic by Georgia Maciel

Imagine sitting in your living room, watching TV.

You are with your family, maybe your girlfriend, maybe your boyfriend, maybe both.

Suddenly, a Burger King advertisement comes on. It features soccer players, burgers, and an offer to the women of the USA: Get pregnant by a famous soccer star! Get free whoppers! And a cash prize!

Could you imagine? There’d be riots in the streets. They’ve burned down Burger Kings for far less.

But in Moscow, Russia in 2018, in the leadup to the World Cup, this was precisely the commercial that ran. It first appeared on the Facebook account for Burger King Russia: